Menulog has launched the latest instalment in its long-running Did Somebody Say brand platform, teaming up with Australian hip hop group Bliss n Eso to celebrate the nation’s diverse food culture.
Created with independent agency Thinkerbell, What’s Good in Your Hood takes the form of a part-road trip, part-music video, spotlighting local eateries from inner-city laneways to regional towns. The work aims to champion the restaurant partners that make up Menulog’s service, featuring real Australian shopfronts.
Simon Cheng, marketing director at Menulog, said: “We’ve worked with global icons like Snoop Dogg, Katy Perry, Christina Aguilera and Wu-Tang Clan, but now we’re putting local legends on the mic and on the map. This campaign is about backing Aussie flavour and championing the people who keep it cooking. Bliss n Eso were perfect for it – they’ve lived and breathed this culture for decades, and they brought their full selves to the collaboration.”
Sesh Moodley, executive creative director at Thinkerbell, added: “We wanted this to feel like something you’d save to your playlist, whilst telling a story around local, and ‘what’s good in your hood’. It’s about telling a proudly Aussie food story, and Bliss n Eso nailed it. The new work is just the beginning of a more localised focus for Menulog.”
The campaign will run across TV, digital, social, audio and out-of-home channels, with further tracks and locally focused executions planned. Production was handled by Heckler, with sound by Heckler Sound and music by Bliss n Eso in partnership with Mushroom Group. Media buying was managed by UM.